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_e _e _aCampit, Anna Patricia R.; Mailum, Jose Miguel S. _d _b4 _u _c0 _q16 |
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_a _aMeme Brandwagon: Determining the level of brand awareness of Generation Y through TikTok meme advertisement _d _b _n _cCampit, Anna Patricia R.; Mailum, Jose Miguel S. _h6 _p |
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_3 _30 _b _aunmediated _2rdamedia |
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_a _aBusiness Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023 _d _b _c56 |
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_b _b _c _aABSTRACT: This study entitled, Meme Brandwagon: Determining the level of Brand Awareness of Generation Y through TikTok meme advertisements was prepared by Jose Miguel S. Mailum and Anna Patricia R. Campit in partial fulfillment of the requirements for the subject Business Research. This was prepared under the supervision of Dra. Sonia F. Manlangit. The ever evolving landscape of technology offers opportunities to connect with target audiences and enhance brand awareness. Among the rising social media platforms, TikTok has emerged as a potent force, particularly among Generation Y consumers. This study delves into the impact of Tiktok meme advertisements on brand awareness within this demographic, exploring the effectiveness of this innovative marketing strategy. Employing a descriptive research design and utilizing a purposive non-probability sampling technique, the study gathered data from 156 TikTok users residing in Manila, Philippines. The findings unequivocally demonstrate the positive influence of TikTok meme advertisements on brand awareness among Generation Y consumers. The study further unravels the nuanced relationship between demographic factors and the impact of brand awareness. The researchers recommend targeting a wider reach of women on TikTok as men have a greater brand awareness than women. Also, researchers suggest targeting new users and those who use TikTok occasionally and rarely since they are the untapped potential customers for brands to raise brand awareness. These individuals hold the potential to become frequent users and contribute to long-term brand awareness through TikTok meme advertisements. The findings indicate that long-term users develop brand awareness , while new users can gradually envolve into long-term users. A significant difference in the extent of the impact of TikTok's meme advertising brand awareness among Generation Y meme advertisement content should be tailored to resonate with female audiences, considering their preferences for humor and relatability. The researchers also suggest creating content for older Millennials, primarily individuals between the ages of 30 and 39, as they demonstrate a lower susceptibility to brand awareness than the younger ones. By adhering to the AIDA model, which emphasizes attention, interest, desire, and action, brands can craft compelling meme advertisements that resonate with their target audience. By following these recommendations, brands can effectively use meme advertisements to increase brand awareness, build loyal customer relationships, and achieve long-term growth. _u |
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